According to Fortune reported on June 11, Korean tech giant LG Electronics is partnering with Ethereum Layer 2 network Arbitrum to build a blockchain-based advertising network serving the digital advertising industry. Arbitrum will provide advertisers and publishers with a shared advertising inventory data repository and track customer interactions with ads; Fortune said the company is exploring how to bring this service to the market in 2026.
Partnership Details and Official Statements Confirmed by Fortune
According to Fortune’s Thursday report, Arbitrum’s core functions include: a shared advertising inventory data repository between advertisers and publishers; and on-chain tracking of customer interactions with ads. Traditional advertising networks require costly intermediary institutions to automate the management of buying and selling ad placements, and “blockchain-ization” aims to eliminate the middleman layer.
LG Electronics’ head of its blockchain research lab, Park Byung-soon, confirmed: “We are evaluating whether this approach can bring meaningful value to advertisers, publishers, and audiences.”
Arbitrum co-founder Steven Goldfeder confirmed: “This means you can basically run market automation through software. You don’t need any human intervention.”
LG Electronics’ Blockchain History: 2018 to 2025
LG Electronics’ blockchain rollout record over the past decade:
2018: LG CNS (a subsidiary of the LG Group) launched the enterprise blockchain Monachain for digital authentication, payments, and supply chain management.
2022: LG Electronics used the Hedera Hashgraph network to develop a crypto wallet, Wallypto, as a supporting wallet for the NFT platform LG Art Lab (allowing users to display digital art on TV).
June 2025: LG Art Lab NFT platform shuts down.
September 2025: The Wallypto crypto wallet ends operations.
Market Reaction: ARB Up 5.44% on Thursday
Fueled by news of Arbitrum launching a new Layer 2 blockchain partnership, the ARB token rose 5.44% on Thursday. Arbitrum has confirmed the news on the X platform.
FAQ
At what stage is LG Electronics’ blockchain advertising network with Arbitrum currently?
According to Fortune’s Thursday report, the company is exploring how to bring this service to the market in 2026. The public statement by Park Byung-soon, head of LG Electronics’ blockchain research lab, used the wording “evaluating,” indicating the project is still in an assessment and exploration phase and has not entered an official launch stage yet.
What is the basis for the Dentsu-estimated figure of $6.79 billion for the digital advertising market?
According to a CoinTelegraph report citing estimates from Dentsu (a global advertising giant), by 2025 digital advertising spending is expected to reach $679 billion, accounting for 68% of total global advertising spending. This is Dentsu’s market forecast figure, and it serves as the data source in this article regarding the advertising market size.
Why were LG Electronics’ earlier blockchain products shut down?
According to the report, the LG Art Lab NFT platform shut down in June 2025, amid that year’s wave of NFT market closures; the Wallypto crypto wallet ended operations in September 2025. The report did not further specify the exact reasons for the shutdowns.
